These three liquor majors are increasingly helping wedding planners in the country set up pop-up bars at their events as this has become a key channel to boost their sales and win over new customers.

Experts say Indian weddings now have a higher focus on creating food and beverages experiences with decorated bars serving premium wines, single malts and cocktails, some resembling a giant watering hole at times.

"Spirit companies have recognised this opportunity and work with planners, caterers, and at times even directly with the wedding couples to plan it," said Sandeep Arora, director at luxury spirits consultancy and services provider Spiritual Luxury Living. "With the large number and higher frequency of weddings in India, it creates high volumes for spirit brands, besides a new channel for reaching out to customers."

Ivan Menezes, CEO of Diageo plc, had last week identified weddings as an important segment for it in India.

"In India, we are expanding our route to market to enable us to access occasions such as weddings, and use popup bars to be present in festivals and other events which provide opportunities for consumers to enjoy our drinks and for us to share our brand stories with them," Menezes said in an investors conference.

Even the Supreme Court ban on serving liquor within 500 metres from national and state highways with effect from April 1 did not jeopardise spirits makers' sales from weddings much even though it is estimated that nearly 80% of marriage banquets and halls in the Delhi-Chandigarh area -a key belt for big fat weddings --are located near highways. That is because hosts are willing to change the venue, but not their budget on spirits, experts say.

"The biggest mandate is that we should not run out of liquor during functions," said Chetan Vohra, managing director at event management company Weddingline. He said nearly 15-20% of wedding budget is being spent on spirits alone. "On an average, liquor can cost up to Rs 20 lakh on a decent wedding function."

From engraving personalised messages on bottles, to custom designed menus, bar trolleys and even cocktails bearing names of brides or grooms, companies are doing every bit to capitalise on the opportunity .

"While Glenfiddich is the top option for wedding ceremonies, the new found preference towards Monkey Shoulder's cheeky cocktails for bachelors party and Hendrick's iconic serves at mehendi ceremonies are the newest additions to the grand Indian wedding trends," said Shweta Jain, marketing director at William Grant India.